Uber Safe is a breathalyzer that helps intoxicated Torontonians get home safely

The latest marketing move that proved to be profitable took shape as a breathalyzer kiosk in downtown Toronto. Uber noted, “We found a way to keep the streets even safer. You drink. We drive.” The kiosk was called “Uber Safe” and those curious, or intoxicated, could breathe into the the breathalyzer for six seconds. Uber Safe would analyze the blood-alcohol content and if it was above the legal limit a car would arrive — free of charge — and take you safely to your destination.

In a statement to AdWeek, Ian Black, general manager of Uber Toronto, said, “We want to ensure a safe, reliable and affordable ride home is available to everybody, especially late at night when drunk driving is most common and can be avoided.”